2. Direct strategies at money-making clients. Customer service has a cost, as well as a payoff. Make sure the customer relationship is profitable.

3. Spend time with customers. Some small- business owners make it a point to talk to three to 10 customers a week.

4. Create an environment where your firm helps improve a customer's business. The best small- business owners suggest that you not only talk sales and production, but ask what you can do to save your customers money or increase their sales.

5. Improve your customer service systems. Attitude is not everything. Map out how you deal with your customers from the point they first hear about you through the transaction.

6. Hire people who will give good service. As one small-business owner said, "In the end, customers do not want a customer service policy, they want a person."

7. Avoid complacency. Track the small things. Check to see whether the phone is answered consistently. Will your lowest-level employee come in on a Saturday or call management if asked to solve a problem after hours?

8. Meet your guarantees and warranties religiously and immediately.

9. Train customers as completely as possible on using a product. Once they're trained, they won't switch.

10. Ask your customers what they can't get. Fill this need and additional profits are in the offing.